The monthly report lands: everything is green. You open the P&L and the month was worse than the last one. Who is right?
Both can be. Google takes credit for sales from people who were already searching for your name, and it can count someone who fills in your form twice as two leads. That is why we only raise budget where your margin backs it up.
Five questions to find out which number a Google Ads agency decides with
Under each one, what we do. That way you can compare.
1. Which number will you use to decide how much I spend?
Your margin, or the cost per customer that comes out of your CRM. We read Google's ROAS every day, but it doesn't set the budget.
2. Whose name is the account in?
Your company's. We get management access. If we ever part ways, the history stays with you.
3. What do you check before touching anything?
Conversions. Open Goals > Conversions in your account and look at the Count column for your form. If it says "Every", someone who submits twice counts as two leads, and Google learns to chase duplicates. That gets fixed before a single euro moves. The full review is in our Google Ads audit.
4. How will you tell me what isn't working?
By name and date: which campaign we switched off and which number made the call. Every change goes into a log you can read whenever you like.
5. What do you do with Performance Max?
Performance Max is Google's automated campaign: it spreads your money across all of Google without you choosing where. Before giving it more budget we open its search terms. If your brand name shows up, some of those sales would have come anyway. We exclude the brand and measure what is left. More in what Performance Max is and when to use it.
What you can do today, before talking to anyone
Export the campaign report for the last 90 days and run it through the dead spend auditor. It shows which part of your budget hasn't brought a single conversion. The file never leaves your browser.
If that number makes you uncomfortable, request an audit of your account. We look at it and tell you what to fix first.
Frequently asked questions
How much does it cost to work with you?
It depends on scope: how many accounts and markets, and whether measurement needs rebuilding. We quote after we have seen the account.
What happens to my account history if we are switching from another agency?
It stays. We review what is there and keep what works, so Google doesn't have to learn from scratch.
What would you fix first in your account?
Request the audit. We look at the account and send back the order: what to fix first and why.
Specific actions for your account.